This typically involves a user interview sprint but can also take the form of an online survey with open-ended questions. Identifying the core pains driving user behaviour must be proactive instead of a reactive response to the output of big data.Įxploratory Mixed Methods Research puts the qualitative step first. Building and shipping quickly is the lifeblood of the company so researchers must be responsive and adaptive. Research must shift to become a continuous function that isn't confined to pre-determined project timelines. In the world of Product-Led Growth, a researcher must do so much more than that. They act reactively to the needs of the product team and work in the world of perspective rather than numbers. The oldschool qualitative researcher's objective is to craft detailed and relatable customer personas. Understanding unmet needs, pains and undiscovered motivations requires a different mindset than the mindset of a salesperson or traditional market researcher. In this Product-Led Growth model, the product and UX functions are the ones that interact with the end user and it is therefore the responsibility of these teams to understand the user's motivation to purchase. As companies adopt Product-Led Growth, their messaging shifts to focus on unmet needs and pains of the end user. The salesperson was the driver of this exec-focused strategy. The default strategy for most companies over the past decade has been a sales-driven approach that targets execs with cost saving and efficiency messaging.
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